Racing Post is one of the lucky publications that has its niche cornered. Similar to publications with a strong hold on their audience, it has successfully put online subscriptions to good use since the early 2000s. But not all paywalls are created equal, and Racing Post was working with a homemade solution that was no longer cutting the mustard. It decided to revamp its paid content strategy to better serve its consumers, grow subscriber numbers, and collect greater insight into its audience.

CNN Set to Buy Mashable for $200 Million

CNN is expected to purchase Mashable -- the title digital culture, social media, and technology blog from Mashable, Inc. -- for $200 million, according to Reuters blogger Felix Salmon, reported by CNET.com, part of CBS Interactive. Salmon, who is attending this week's South by Southwest Interactive festival and conference in Austin, Texas, said that "a little bird" told him that CNN will announce the deal on Tuesday, March 13.

The New York Timesconfirmed the existence of the talks but quoted sources saying that the negotiations are not complete. Mashable was founded by Pete Cashmore in July 2005. The site draws about 20 million unique visitors each month.